Table Of Contenti
The BesT
DigiTal
MarkeTing
CaMpaigns in
The WorlD
ii
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iii
DaMian ryan anD Calvin Jones
The BesT
DigiTal
MarkeTing
CaMpaigns in
The WorlD
MasTering The arT of
CusToMer engageMenT
iv
Publisher’s note
Every possible effort has been made to ensure that the information contained in this book
is accurate at the time of going to press, and the publishers and authors cannot accept
responsibility for any errors or omissions, however caused. No responsibility for loss or
damage occasioned to any person acting, or refraining from action, as a result of the mate-
rial in this publication can be accepted by the editor, the publisher or any of the authors.
First published in Great Britain and the United States in 2011 by Kogan Page Limited
Apart from any fair dealing for the purposes of research or private study, or criticism or review, as
permitted under the Copyright, Designs and Patents Act 1988, this publication may only be repro-
duced, stored or transmitted, in any form or by any means, with the prior permission in writing of
the publishers, or in the case of reprographic reproduction in accordance with the terms and
licences issued by the CLA. Enquiries concerning reproduction outside these terms should be sent
to the publishers at the undermentioned addresses:
120 Pentonville Road 1518 Walnut Street, Suite 1100 4737/23 Ansari Road
London N1 9JN Philadelphia PA 19102 Daryaganj
United Kingdom USA New Delhi 110002
www.koganpage.com India
© Damian Ryan and Calvin Jones, 2011
The rights of Damian Ryan and Calvin Jones to be identified as the authors of this work has been
asserted by them in accordance with the Copyright, Designs and Patents Act 1988.
ISBN 978 0 7494 6062 4
E-ISBN 978 0 7494 6063 1
British Library Cataloguing-in-Publication Data
A CIP record for this book is available from the British Library.
Library of Congress Cataloging-in-Publication Data
Ryan, Damian.
The best digital marketing campaigns in the world : mastering the art of customer engagement
/ Damian Ryan, Calvin Jones.
p. cm.
Includes index.
ISBN 978-0-7494-6062-4 -- ISBN 978-0-7494-6063-1 1. Internet marketing--Case studies. 2.
Advertising campaigns--Case studies. 3. Social media. 4. Marketing--Management. I. Jones,
Calvin. II. Title.
HF5415.1265.R92 2011
658.8’72--dc22
2010053866
Typeset by Saxon Graphics Ltd
Printed and bound in India by Replika Press Pvt Ltd
v ConTenTs
inTroDuCTion 1
The rapiD evoluTion of (DigiTal) MarkeTing 11
Case sTuDy 1 25
DoCkers 'panTs DanCe' 25
Case sTuDy 2 33
The TruTh aBouT sMarT 33
ConTenTs Case sTuDy 3 37
DoriTos hoTel 626 37
Case sTuDy 4 45
lynx priMal insTinCT 45
Case sTuDy 5 53
rage againsT The MaChine for ChrisTMas nuMBer one 53
Case sTuDy 6 59
pizza huT iphone appliCaTion 59
Case sTuDy 7 65
Acknowledgements vii The phoTographiC aDvenTures of
niCk Turpin 65
Introduction 1
Case sTuDy 8 71
TurBoTax super sTaTus 71
The rapid evolution of (digital) marketing
11 Case sTuDy 9 79
The spoonful 79
Case sTuDy 1o 87
Case study 1 Dockers ‘pants dance’ 25 in an aBsoluT WorlD 87
Case sTuDy 11 91
Case study 2 The truth about smart 33 Wario lanD 'shake iT' youTuBe shake-up 91
Case sTuDy 12 97
Wall-e 97
Case study 3 Doritos Hotel 626 37
Case sTuDy 13 1o3
The BesT JoB in The WorlD 1o3
Case study 4 Lynx Primal Instinct 45
Case sTuDy 14 113
sTar Trek 113
Case study 5 Rage Against the Machine for Christmas number one 53 Case sTuDy 15 119
shaDoW napping 119
Case study 6 Pizza Hut iPhone application 59 Case sTuDy 16 125
The ozoMeTer 125
Case study 7 The Photographic Adventures of Nick Turpin 65 Case sTuDy 17 133
playing The CiTy 133
Case study 8 TurboTax Super Status 71 Case sTuDy 18 139
losT in spaCe 139
Case sTuDy 19 147
Case study 9 The Spoonful 79
online as iT happens 147
Case sTuDy 2o 151
Case study 10 In an Absolut world 87
The epheMeral MuseuM 151
Case sTuDy 21 157
Case study 11 Wario Land ‘Shake It’ YouTube shake-up 91 pepsi Makes your Day 157
Case sTuDy 22 163
Case study 12 WALL-E 97 12 CaMs CreaTe your rainBoW 163
Case sTuDy 23 167
WorlD Malaria Day TWiTTer War 167
Case sTuDy 24 175
Break The CyCle 175
Case sTuDy 25 181
BaraCk oBaMa 2oo8 presiDenTial CaMpaign – The 15 sWing sTaTes
181
looking forWarD To a CreaTive DigiTal fuTure 187
inDex 199
vi Contents
Case study 13 The Best Job in the World 103
Case study 14 Star Trek 113
Case study 15 Shadow Napping 119
Case study 16 The Ozometer 125
Case study 17 Playing the City 133
Case study 18 Lost in Space 139
Case study 19 Online as it happens 147
Case study 20 The Ephemeral Museum 151
Case study 21 Pepsi Makes Your Day 157
Case study 22 12 cams create your rainbow 163
Case study 23 World Malaria Day Twitter war 167
Case study 24 Break the Cycle 175
Case study 25 Barack Obama 2008 presidential campaign –
the 15 swing states 181
Looking forward to a creative digital future
187
Index 199
vii
aCknoWleDgeMenTs
Damian Ryan
My deepest thanks and gratitude to my charming daughters (who have just
launched their first magazine at the tender age of 7!), my family, friends and
of course Calvin and Eva for their input. This book is dedicated to Fiona – a
constant source of inspiration, friendship and love.
Calvin Jones
Writing any book is a collaborative process. That’s especially true of a book
like this, where as authors we were dependent on the readiness of others to
share their information and insight with us. So a big collective thank you is due
to the agency boss’s, creative directors, brand managers and individuals who
shared their work with us. You made this book possible.
Thanks also to Damian... it’s been a pleasure working with you again, and to
Eva, for making sense of the chaos and presenting us with a sensible, coher-
ent body of material to work with. This was, in all ways, a team effort.
To my parents, Yvonne and Clive Jones... who I forgot to mention first time
around... a very special thank you for everything.
Most of all thanks to Sal, Ava, Nia and Lana... my arch-collaborators in life.
Well done guys... this work is every bit as much yours as it is mine.
viii
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1
inTroDuCTion
●●7.5 million – that’s the number of results you get when you Google ‘the
best digital marketing campaigns in the world’.
●●In second place (at the time of writing) is a mention of this book – that’s
not a bad start!
●●Digital marketing – the fastest growth area of marketing we have ever
witnessed – now competes for the lion’s share of an annual pot worth
approximately one trillion dollars (according to advertising giant WPP).
In 2009, our first book, Understanding Digital Marketing (UDM), hit the
shelves. Since then it’s been delivering a solid foundation of digital marketing
know-how to practitioners around the world, and continues to do so.
We learnt a lot of valuable lessons during the writing process. Here are just a
few.
Writing a book is far from easy. Although we were both very comfortable with
the subject matter, and had plenty of experience and expertise to draw on,
digital marketing refused to sit still. We felt a bit like portrait painters of old
must have felt, trying desperately to recreate a reliable likeness of an
impossibly restless child.
But when you’re tackling a subject that’s in a constant state of flux you’re
prepared for that. What we weren’t prepared for was the ever-present, all-
consuming nature of the process. It grows rapidly to become a roaring
juggernaut that pervades every facet of your life, and that refuses to go away
